OBJECTIVE: Exploring impact of NSCLC on quality of life (QOL) by eliciting utilities from a community sample. Non-small cell lung cancer (NSCLC) and its treatment both have a substantial negative effect on QOL. Little published research quantifies these effects in advanced disease. METHODS: Health state descriptions were developed from the literature and refined through clinician interviews (n=6). Treatment response, stable disease, progressed disease, near-death and adverse events (AEs): neutropenia, febrile neutropenia, nausea, diarrhoea, stomatitis, neuropathy and rash were described. The impact of oral versus intravenous (IV) medication was also explored. A total of 154 lay people across the UK (Glasgow, Oxford, London, Cardiff) were presented with information on NSCLC. Health states, presented randomly, were valued using the EQ-5D. These values were converted to utilities for each health state. RESULTS: All health states were associated with low utility values. The utility value for near-death was the lowest (0.15) and that for treatment response the highest (0.49). There was no statistical difference between treatment response and stable disease (0.46). Stable disease receiving IV therapy had a significantly lower utility (0.43) than stable disease with no treatment; stable disease receiving oral therapy (0.45) did not. The utility value associated with progressed disease (0.22) was closer to that for near-death. Utilities for AEs were valued relative to the stable disease state. The greatest disutility was associated with febrile neutropenia (-0.27) and the lowest with rash (-0.06). Disutilities associated with other AEs were neuropathy (-0.15), neutropenia (-0.14), nausea (-0.14), stomatitis (-0.14) and diarrhoea (-0.13). CONCLUSIONS: Societal valuation showed that all disease states and AEs associated with NSCLC have a substantial impact on QOL, with disease progression, febrile neutropenia and near-death having the greatest impact. Treatment related rash is the least serious adverse event. Stable disease is associated with a better QOL than progressed disease.